Integrating the SOR model to examine purchase intention based on Instagram sponsored advertising
This study explores how the value of sponsored Instagram advertisements (ads) can
enhance consumer ad-related involvement (cognitive and affective) and flow experience …
enhance consumer ad-related involvement (cognitive and affective) and flow experience …
Tourism promotion through vlog advertising and customer engagement behaviours of generation Z
A Zaib Abbasi, K Hussain, T Kaleem… - Current Issues in …, 2023 - Taylor & Francis
This study investigates the effectiveness of Vlogs as an advertising tool to promote the
tourism sector in Pakistan using Ducoffe's Advertising Value Model and stimulus-organism …
tourism sector in Pakistan using Ducoffe's Advertising Value Model and stimulus-organism …
The impact of advertising value of in-game pop-up ads in online gaming on gamers' inspiration: An empirical investigation
In online gaming, pop-up ads are effective advertising strategies with a high conversion rate.
Businesses are actively using pop-up ads in online games for advertising. However …
Businesses are actively using pop-up ads in online games for advertising. However …
Driving consumer value co-creation and purchase intention by social media advertising value
Social media advertisement (ad) is a growing phenomenon designed to reach and engage
customers. However, despite their continued adoption, less remains known regarding the …
customers. However, despite their continued adoption, less remains known regarding the …
Not inspired enough: the mediating role of customer engagement between YouTube's perceived advertising value and customer inspiration
Purpose This study investigates two important research questions. First, does YouTube
advertising create value for customers to activate their inspired-by state (motivation), or does …
advertising create value for customers to activate their inspired-by state (motivation), or does …
Do pop-up ads in online videogames influence children's inspired-to behavior?
Purpose Advertising through the videogame has become one of the most effective and
prevalent channels of advertisement, especially via pop-up ads–appearing on the screen …
prevalent channels of advertisement, especially via pop-up ads–appearing on the screen …
How “inspired” are customers to order from mobile food delivery apps? Soliciting the stimulus-organism-response (SOR) paradigm
Purpose There has been a dramatic rise in the use of online food delivery apps (FDAs)
services since the COVID-19 pandemic. Though online FDAs have contributed significantly …
services since the COVID-19 pandemic. Though online FDAs have contributed significantly …
Gamers' gratifications and continuous intention to play eSports: the mediating role of gamers' satisfaction-a PLS-SEM and NCA study
Purpose This study aims to investigate the relationship between different hedonic (eg
enjoyment and escapism) and utilitarian (eg achievement and challenge) gratifications and …
enjoyment and escapism) and utilitarian (eg achievement and challenge) gratifications and …
Perceived Value of Images Carrying Tourism Location Information on Social Media and Customer Brand Engagement
In this study, we aim to study the factors that affect the perceived value of images carrying
the details of tourist locations posted on social networking sites (SNSs) and its effect on …
the details of tourist locations posted on social networking sites (SNSs) and its effect on …
The effect of consumer-perceived COVID-19 ad value on health-protective behavior: Mediating role of engagement
MA Rafeh, AZ Abbasi, LD Hollebeek… - Health Marketing …, 2024 - Taylor & Francis
Though the pandemic has passed, social media-based messaging continues to exhibit
COVID-19-related cues (eg, wearing a face mask to stay safe), continuing to foster …
COVID-19-related cues (eg, wearing a face mask to stay safe), continuing to foster …